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Cultural resonance of global brands in Brazilian social movements
Suarez, Maribel; Belk, Russell W. - In: International marketing review 34 (2017) 4, pp. 480-497
Persistent link: https://www.econbiz.de/10011760489
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Globalization and reluctant buyers
Suh, Taewon; Kwon, Ik‐Whan G. - In: International Marketing Review 19 (2002) 6, pp. 663-680
This study attempted to empirically test a debatable hypothesis that globalization entails homogenization in consumers … of globalization.  …
Persistent link: https://www.econbiz.de/10014827231
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Marketing across Cultures (3rd edition)
Jack, Gavin - In: International Marketing Review 19 (2002) 1, pp. 100-102
Persistent link: https://www.econbiz.de/10014828041
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Culture‐specific Marketing Communications: An Analytical Approach
Kale, Sudhir H. - In: International Marketing Review 8 (1991) 2
‐cultural communications that most blunders in international marketing occur. Using Hofstede′s four discussions of culture, this article …
Persistent link: https://www.econbiz.de/10014827608
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Measurement and tracking of brand equity in the global marketplace ‐ The PepsiCo experience
Kish, Paulette; Riskey, Dwight R.; Kerin, Roger A. - In: International Marketing Review 18 (2001) 1, pp. 91-96
across brands, countries, and over time. Special attention is given to the Equitrak TM brand equity model developed by …
Persistent link: https://www.econbiz.de/10014827188
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Brand identity documentation: a cross‐national examination of identity standards manuals
Jordá‐Albiñana, Begoña; Ampuero‐Canellas, Olga; … - In: International Marketing Review 26 (2009) 2, pp. 172-197
identity (name, logo, and color) in global marketing, by studying the rules used in applying the brand and discussion of the …
Persistent link: https://www.econbiz.de/10014827453
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PepsiCo keeps the fizz in its brand equity
In: Strategic Direction 18 (2002) 10, pp. 15-17
achievement for any US organization considering the numerous brands that fail to penetrate the market of the world’s second most …
Persistent link: https://www.econbiz.de/10015009623
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Cultures within national cultures : international marketing within the domestic marketing environment
Tantawy, Rasha Y.; George, Babu P. - In: Economic review : journal of economics & business 14 (2016) 1, pp. 26-34
experience similar environmental conditions that were once exclusive to their international marketing counterparts. It would be … change; globalization, technology, media, mobility, and demographics. …
Persistent link: https://www.econbiz.de/10012012462
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Kulturgebundenes Konsumentenverhalten als Gestaltungsfaktor für das Marketing im Konsumgüterbereich
Nizet, Delia Myrna - 2004 - 1. Aufl.
Persistent link: https://www.econbiz.de/10002109992
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Diaspora affluence in rural markets : consumers' shift from traditional to global products
Vadakepat, Vanaja Menon - In: International journal of commerce and management 25 (2015) 4, pp. 641-653
Persistent link: https://www.econbiz.de/10011446661